“Insufficient consumer data, stored across multiple systems of record, will negatively impact the ability of brands to deliver experiences that are timely and relevant. But certain data practices – like the use of indirect tracking tools – can cause a backlash.
As noted at the outset, one of the primary sources of customer data is going away — third-party cookies. Compounding this is the growing privacy and anti-spam efforts by tech leaders like Google, Yahoo and Apple. Taken together, brands must fundamentally shift their attitudes and practices when it comes to collecting and using consumer data.
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